The answer? Nearly three in four communications professionals (71%) feel they are faced with too much irrelevant data and not enough insight.
Finding the truth amongst the chatter is difficult, and it’s amplified by the other big challenges to organisations’ communications strategies, as highlighted by industry professionals:
Challenges notwithstanding, the priorities for the future are clear. Communications professionals told us that they are looking for both information to guide short-term tactics (45% feel this will become more important in the next few years) and actionable insights to guide long-term strategy (59%).
Some 45% of comms professionals feel that insights from analysts and experts will grow in importance. Artificial intelligence clearly has a role to play too: 52% believe this will become more important in separating the insights from the noise.
The next steps
Organisations need evidence-based, authoritative performance analysis to inform short-term tactics and guide long-term strategic planning. With AI technology and human expertise, it’s possible to demonstrate the impact of communications across multiple media channels. Through a detailed understanding of outcomes, we support our clients to deliver better campaigns and more effective strategic planning.
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